Calculate unique reach
Choose your input mode, select your target geography, then fill in the fields.
Target geography
AU adult population
~21,000,000
input
key input
× times
How many times the average person sees your ad. Awareness campaigns typically use 3–5×. Retargeting can be 7–10×.
weeks
Unique reach
—
people reached
Reach %
—
of target population
Total impressions
—
across flight
Weekly impressions
—
per week
Reach curve
Diminishing returns as frequency rises
As impressions increase, reach grows quickly at first — then slows as the same people are exposed again. This is the reach/frequency trade-off every media buyer manages.
Weekly breakdown
How impressions and reach build week by week
Assumes even pacing across the flight. Cumulative reach grows more slowly each week as audience saturation increases.
| Week | Impressions | Cumul. impressions | Est. reach |
|---|
Enter your values to see a weekly breakdown
AU population reference · 2025 estimates
Adult population by geography
Select a geography in the calculator to see reach as a percentage of that population. All figures are approximate adult population (18+).
States & territories
| Geography | Adult pop. (est.) | % of AU |
|---|
Major cities
| City | Adult pop. (est.) | % of AU |
|---|
Population figures are approximate 2025 estimates of adults aged 18+. Sources: ABS 2021 Census, ABS population projections. Use as directional planning references only.
Practitioner tips
How to think about reach & frequency
Frequency and reach are always a trade-off
With a fixed budget, more frequency means less reach and vice versa. For brand awareness, prioritise reach — broader is better. For retargeting or direct response, prioritise frequency on a smaller audience.
3× is the minimum effective frequency for awareness
Research consistently shows that a consumer needs to see a brand message at least 3 times before it registers. Below 3× average frequency, significant portions of your audience may only see the ad once or twice — too low to drive recall.
Reach is not deduplicated across channels
If you run display and social simultaneously, the same person appears in both channels' reach figures. True unduplicated cross-channel reach is always lower than the sum of individual channel reach estimates. Use the Campaign Planner for a blended view.
High reach % in small geos is hard to achieve
Reaching 20% of Sydney adults sounds modest — but that's 800,000+ unique people. Programmatic inventory in smaller states and cities can saturate quickly, so watch frequency carefully and set caps in your DSP.
Other calculators